<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Customer citizenship behaviour (CCB) is an important consumer trend observed in the contemporary market. It may be described as an extra-role, voluntary behaviour performed in favour of other customers or companies. One of the CCB dimensions, namely, providing customer feedback to company offering, overlaps with value co-creation as a booming marketing concept. Our knowledge about factors determining this behaviour is relatively week. Trying to fill the gap, this paper discusses inclination for value co-creation among customers on the basis of literature review and explorative research. This explorative study aims to identify some company-related and customer-related antecedents to customer citizenship behaviour in the form of value co-creation in favour of companies. The theoretical deliberation is based on a critical literature review. The empirical part of the paper is based on explorative research in the form of a survey of 105 non-randomly selected customers. Aiming to identify the key drivers for customer inclination to participate in value co-creation, the exploratory factor analysis (EFA) was conducted; next, the quality of factor structure was assessed with the help of SmartPLS 3.0 using standard measures of validity; and finally, structural links between the inclination to co-create and distinct antecedents were estimated using the partial least square structural equitation modelling technique (PLS_SEM). The factor analysis suggested distinguishing two aspects of customer co-creation, i.e., either initiated by companies (Organised Co-Creation) or by customers (Spontaneous Co-creation). The estimated PLS structural model shows that only some casual paths were found statistically significant, i.e., the appreciation showed by companies towards customers engaging in the organised co-creation process (as extrinsic motivation) and customer innovativeness, as well as the fulfilment of the need for stability (as intrinsic motivation) with regards to spontaneous co-creation. The ex-post moderation analysis with the help of the PLS_MGA algorithm enabled to identify gender as the factor potentially explaining inter-group differences in the structural model.</p></abstract>

Customer citizenship behaviour (CCB) is an important consumer trend observed in the contemporary market. It may be described as an extra-role, voluntary behaviour performed in favour of other customers or companies. One of the CCB dimensions, namely, providing customer feedback to company offering, overlaps with value co-creation as a booming marketing concept. Our knowledge about factors determining this behaviour is relatively week. Trying to fill the gap, this paper discusses inclination for value co-creation among customers on the basis of literature review and explorative research. This explorative study aims to identify some company-related and customer-related antecedents to customer citizenship behaviour in the form of value co-creation in favour of companies. The theoretical deliberation is based on a critical literature review. The empirical part of the paper is based on explorative research in the form of a survey of 105 non-randomly selected customers. Aiming to identify the key drivers for customer inclination to participate in value co-creation, the exploratory factor analysis (EFA) was conducted; next, the quality of factor structure was assessed with the help of SmartPLS 3.0 using standard measures of validity; and finally, structural links between the inclination to co-create and distinct antecedents were estimated using the partial least square structural equitation modelling technique (PLS_SEM). The factor analysis suggested distinguishing two aspects of customer co-creation, i.e., either initiated by companies (Organised Co-Creation) or by customers (Spontaneous Co-creation). The estimated PLS structural model shows that only some casual paths were found statistically significant, i.e., the appreciation showed by companies towards customers engaging in the organised co-creation process (as extrinsic motivation) and customer innovativeness, as well as the fulfilment of the need for stability (as intrinsic motivation) with regards to spontaneous co-creation. The ex-post moderation analysis with the help of the PLS_MGA algorithm enabled to identify gender as the factor potentially explaining inter-group differences in the structural model.

“Appreciate me and i will be your good soldier”. The exploration of antecedents to consumer citizenship

Engineering Management in Production and Services

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Customer citizenship behaviour (CCB) is an important consumer trend observed in the contemporary market. It may be described as an extra-role, voluntary...

“Appreciate me and i will be your good soldier”. The exploration of antecedents to consumer citizenship

Published Online: Nov 19, 2019

Page range: 48 - 59

Received: Apr 30, 2019

Accepted: Sep 15, 2019

DOI: https://doi.org/10.2478/emj-2019-0020

Keywords
customer citizenship behaviour, value co-creation, appreciation, gender

© 2019 Anna Dewalska-Opitek et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

“Appreciate me and i will be your good soldier”. The exploration of antecedents to consumer citizenship

Published Online: Nov 19, 2019

Page range: 48 - 59

Received: Apr 30, 2019

Accepted: Sep 15, 2019

DOI: https://doi.org/10.2478/emj-2019-0020

Keywordscustomer citizenship behaviour, value co-creation, appreciation, gender

© 2019 Anna Dewalska-Opitek et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
customer citizenship behaviour, value co-creation, appreciation, gender